What is ARPU?

ARPU is short for average revenue per user, and it's your total revenue over a period divided by the users active in that period. It connects your audience size to your income: two apps with identical downloads can have wildly different businesses, and ARPU is the number that says so.

For indie apps, ARPU is most useful to help you make decisions: it tells you what a new user is worth, what you can pay to acquire one, and whether your problem is too few users or too little revenue per user – two problems with opposite solutions.

Kickstart combines revenue and App Analytics signals so you can judge user value beside acquisition, engagement, and retention instead of reading download counts alone.